Uporaba digitalno marketinških orodij pri validaciji podjentiških idej

Rajh, Jan

| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

First page > Show document

Show document

Title:	Uporaba digitalno marketinških orodij pri validaciji podjentiških idej
Authors:	ID Rajh, Jan (Author) ID Rus, Matej (Mentor) More about this mentor...
Files:	VS_Rajh_Jan_2026.pdf (1,77 MB) MD5: 4400C1A077A6F5E0FC004C0EDEBD5AB7
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Diplomska naloga obravnava uporabo digitalno marketinških orodij pri validaciji podjetniških idej. Izhodišče dela je ugotovitev, da veliko podjetniških idej ne uspe že v zgodnjih fazah razvoja, pogosto zaradi pomanjkljivega ali prepoznega preverjanja dejanskega interesa trga. Tradicionalne metode validacije, kot so ankete in fokusne skupine, so se izkazale za časovno in finančno potratne, medtem ko sodobno digitalno okolje nudi hitrejše, cenejše in bolj merljive alternative. V teoretičnem delu opredelimo pojma podjetniške ideje in validacije ter predstavimo lean startup pristop in koncept minimalnega vitalnega produkta (MVP). Nadalje analiziramo ključna digitalno marketinška orodja, ki se uporabljajo pri validaciji: landing page-e, plačano digitalno oglaševanje prek platform Google Ads in Meta Ads, A/B testiranje, spletno analitiko, SEO in SEM ter sisteme e-poštnih čakalnih vrst. Empirični del temelji na metodi študije primera in primerjalni analizi štirih podjetij: Buffer, Dropbox, GrowthMentor in Kettle & Fire, ki so z različnimi kombinacijami digitalnih orodij uspešno preverila tržno povpraševanje pred polnim lansiranjem. Ugotavljamo, da nobeno posamezno orodje ne zadostuje samo zase, temveč je najučinkovitejša kombinacija komplementarnih pristopov, ki skupaj tvorijo strukturiran validacijski proces. Na podlagi ugotovitev oblikujemo praktična priporočila za podjetnike, ki želijo zmanjšati tveganje neuspeha z uporabo digitalnih kanalov v zgodnji fazi razvoja.
Keywords:	validacija podjetniških idej, digitalni marketing, landing page, A/B testiranje, lean startup, MVP, Google Ads, Meta Ads
Place of publishing:	Maribor
Publisher:	J. Rajh]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98687
UDC:	005.2:339.13
COBISS.SI-ID:	291367171
Publication date in DKUM:	17.09.2026
Views:	49
Downloads:	0
Metadata:
Categories:	EPF
:	Copy citation

Average score:	(0 votes)
Your score:	Voting is allowed only for logged in users.
Share:

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	01.07.2026

Secondary language

Language:	English
Title:	The use of digital marketing tools for validating entrepreneurial ideas
Abstract:	This thesis examines the use of digital marketing tools for validating entrepreneurial ideas. The starting point is the observation that a large number of entrepreneurial ideas fail at an early stage, primarily due to insufficient or delayed verification of actual market demand. Traditional validation methods such as surveys and focus groups have proven to be both time-consuming and financially burdensome, whereas the contemporary digital environment offers faster, more cost-effective, and more measurable alternatives. The theoretical section defines the concepts of entrepreneurial ideas and validation, and presents the lean startup approach alongside the concept of the minimum viable product (MVP). Key digital marketing tools used in the validation process are then analysed, including landing pages, paid digital advertising through Google Ads and Meta Ads, A/B testing, web analytics, SEO and SEM, and email waitlist systems. The empirical section is based on a case study method and comparative analysis of four companies: Buffer, Dropbox, GrowthMentor, and Kettle & Fire, each of which successfully assessed market demand prior to full product launch through various combinations of digital tools. The findings indicate that no single tool is sufficient on its own; rather, the most effective approach involves a combination of complementary methods forming a structured validation process. Based on these findings, practical recommendations are formulated for entrepreneurs seeking to reduce the risk of failure by employing digital channels in the early stages of venture development.
Keywords:	entrepreneurial idea validation, digital marketing, landing page, A/B testing, lean startup, MVP, Google Ads, Meta Ads

Comments

Leave comment

You must log in to leave a comment.

Comments (0)

0 - 0 / 0

There are no comments!

Back